Lack of time
The main reason is time. Or rather, lack of time. For an average CEO, time is a scarce commodity. If a CEO wants to free up time for social media, it is essential to show him what social media yields at the end of the day.
High age
Another important reason for not using social media is the age of the average CEO. Research shows that the use of social media decreases as age increases. This decline is particularly pronounced above the age of 55. The average age of a CEO is around 50.
Lack of knowledge
The current CEO did not grow up in the internet age. Social media is therefore not something self-evident. He must invest a lot of time and energy in mastering these new means of communication. Moreover, developments follow each other at a rapid pace. This makes it difficult for the CEO to integrate social media into his daily life.
Fear
Many CEOs fear social media. Fear of the unknown. But also of the functioning of social media. These new communication tools are transparent and accessible to everyone. As a result, companies have (partly) lost control over brand communication. Many CEOs have to get used to this new situation.
Regulations
Listed companies are bound by all sorts of rules in the field of communication. These rules make it difficult in some cases to use social media.
Why the CEO should still implement social media
These reasons do not make it any easier for the CEO. However, I think the advantages far outweigh the disadvantages. Below I have written down 6 important reasons why I think it is essential for a CEO to actively engage with social media.
CEO has a role model function
If you as a company want to integrate social media within your organization in order to communicate better with your customers, relations or employees, it is important that the management and the CEO set a good example.
Social media make a CEO more accessible and personal
Boards often work from an ivory tower. The CEO is the man you never see as an employee. The reality is different. The CEO also has a family, visits his favorite football club and knows frustrations. By using social media it becomes possible to show the person behind the CEO. This makes him more accessible and personal. A more human director can count on more sympathy. A better bond and more understanding are created. This will have a positive effect on the atmosphere within an organization. Research also shows that happy employees are less often sick and perform better.
Social media reduce the gap between management and employees
Within many (large) companies, management is often accused of having no idea of what is happening on the work floor. Management often does not know what employees are up against or what their frustrations are. This means that management decisions receive little sympathy. By communicating transparently and listening to employees, mutual understanding and trust will increase. As a result, less pleasant changes in an organization can also receive more understanding.
Social media can have a positive impact on shareholder relations
By communicating clearly, openly and effectively with the outside world, management will be able to better explain and communicate policy. This will lead to better understanding among shareholders. Furthermore, it gives shareholders a platform to make their voices heard more often than just at the annual shareholders meeting.
Social media has a positive effect on the brand
The use of social media is seen by a large part of the consumers as innovative and progressive. By actively using these resources as a board and CEO, this has a positive effect on the company and the brand.
Social media makes it possible to listen,
Still a long way to go
These advantages are, in my opinion, many times stronger than the previously mentioned reasons pakistan phone number list for not using social media. However, it will take a lot of time and energy before the average CEO is convinced. Therefore, start small and end big. Show what successes are achieved with the small-scale use of social media. Ultimately, these successes will be the prelude to a much broader use of social media. Because even though social media are nothing more than communication tools, they do have an impact on almost all departments within an organization. Think of internal communication, HR, customer service, sales or R&D.
The new reality
It is therefore important to work towards a company-wide integration of social media. Only then will the advantages of these resources be optimally utilized by companies. However, there is still a long way to go before the use in the top of the business community becomes part of the daily routine. But by informing, inspiring, convincing and experimenting, CEOs will also slowly get used to the new reality and eventually experience the advantages themselves.